The Nature and Origins of Mass Opinion

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Cambridge University Press, Aug 28, 1992 - Political Science - 367 pages
4 Reviews
In this 1992 book John Zaller develops a comprehensive theory to explain how people acquire political information from elites and the mass media and convert it into political preferences. Using numerous specific examples, Zaller applies this theory to the dynamics of public opinion on a broad range of subjects, including domestic and foreign policy, trust in government, racial equality, and presidential approval, as well as voting behaviour in U.S. House, Senate, and presidential elections. The thoery is constructed from four basic premises. The first is that individuals differ substantially in their attention to politics and therefore in their exposure to elite sources of political information. The second is that people react critically to political communication only to the extent that they are knowledgeable about political affairs. The third is that people rarely have fixed attitudes on specific issues; rather, they construct 'preference statements' on the fly as they confront each issue raised. The fourth is that, in constructing these statements, people make the greatest use of ideas that are, for various reasons, the most immediately salient to them. Zaller emphasizes the role of political elites in establishing the terms of political discourse in the mass media and the powerful effect of this framing of issues on the dynamics of mass opinion on any given issue over time.

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Review: The Nature and Origins of Mass Opinion

User Review  - Alex Whalen - Goodreads

One of the most important books ever written on the formation of public opinion in the United States during the age of mass media. Read full review

Review: The Nature and Origins of Mass Opinion

User Review  - Colleen - Goodreads

Very interesting concept and well explained- in the first third of the book. Then it gets repetitive. Read full review


Introduction The fragmented state of opinion research
Information predispositions and opinion
How citizens acquire information and convert it into public opinion
Coming to terms with response instability
Making it up as you go along
The mainstream and polarization effects
Basic processes of attitude change
Tests of the onemessage model
Twosided information flows
Information flow and electoral choice
Evaluating the model and looking toward future research
Epilogue The question of elite domination of public opinion
Measures appendix

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